You may have started following her from the rise from the earliest release of her video, “Mooo!”, or you might be one of the newer fans to start joining in the space with her smash single, “Say So”. Whichever camp you fall under, it’s hard to understate the importance and general popularity that Doja Cat, real name Amala Dlamini, commands in music today.
One key factor that helps keep Doja Cat on top of the charts is her strong marketable presence which easily earns her virality and exposure. This has led to many deals and opportunities, such as her recent partnership with fast-food giant Taco Bell.
All of this wasn’t due to random happenstance, but rather through a clear understanding of one’s brand and the channels that best suit what’s being marketed. This short article will take a quick peek at the factors that contributed to Doja Cat’s killer marketing strategy.
On Being Up-to-Date and Online
It’s going to be difficult to talk about Doja Cat’s marketing strategy without acknowledging her innate talent in using and leveraging social media. It wasn’t all perfect given Doja Cat was already fully signed to a label as early as 2014, yet her debut album “Amala” failed to receive recognition when it was released in 2018.
But that didn’t keep Doja Cat from trying out new avenues to release music. Growing up and understanding social media, Doja Cat took to Youtube to release her now-legendary viral video “Mooo!”, where a combination of different platforms and shares catapulted her into the spotlight.
It’s here that the novices pump their brakes and attempt to “strategize” through different platforms. Doja Cat made the important decision to keep her content fast and relevant. She moved her focus to TikTok, one of the biggest video-sharing and promotional platforms today, and continually made content in relation to her virality and eventually whatever she was currently working on as a project. Alongside a consistent presence on platforms like Twitter and Instagram, Doja Cat ensures that her fans will always have an avenue to keep up to date with her.
Doja Cat’s Approach to Personality and Letting it Shine
Awareness of someone’s personal brand is one thing, but getting your fans to buy into it is another thing entirely. What Doja Cat did to leverage the sudden fame that came from her viral music video was to instantly acknowledge it for what it was: a viral internet video.
It’s easy to overestimate the longevity virality can give you, so Doja Cat proactively sought to get ahead of all the jokes that would eventually arise from the video itself. She played along with the parodies and even gave light-hearted “explainers” on what this random video meant in the first place.
Doja Cat understood that to be a personality you have to have personality. The real character can only be really brought out organically through consistent communication of what that person is like. With Doja Cat utilizing so many different channels, it was important for her to lock down on a persona and truly embody it in her music and outward expression in general.
And it has paid off. Her very open character and on-the-nose performances have really brought her closer to her fans who can better relate to a celebrity who seems to share the same frustrations as the rest of us. In fact, that Taco Bell sponsorship resulted in a hilarious and self-aware promotional video that got viral before the actual marketing was even launched.
Whether it’s truly genuine or the product of good planning, Doja Cat understands that being online constantly means making sure that the image you keep there is consistent throughout.
This article was written by Golden Medina Services. Please do not share or distribute without giving credit.